Module code: MANM299

Module Overview

This module aims to introduce students to the core principles of digital marketing and social media. Information and communication technology is changing the way companies interact with consumers. Technological evolution continues apace and marketers are seeking to exploit it in new, creative ways. This module provides a comprehensive framework for understanding the contextual, strategic and operational issues involved in the application of digital transformation to marketing.

The course will be of particular value to students planning careers in digital marketing and marketing consulting. The course is designed for students with some background in basic marketing concepts.


Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 119

Seminar Hours: 20

Captured Content: 11

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Introduction to Digital Marketing & Social Media

  • Online Buyer Behaviour

  • SEO and Social Media Marketing

  • Digital Marketing Mix

  • Relationship technologies & CRM

  • Evaluating Digital Channel Performance

  • Emerging technologies and future prospects

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation ASSESSMENT 1 - Group Presentation 40
Coursework ASSESSMENT 2 - Individual Report 60

Alternative Assessment

Group Presentation Alternative Assessment An individual case study will be used as a summative assessment.        

Assessment Strategy

The assessment strategy is designed to meet all learning outcomes, through a group presentation and individual report. The group presentation provides authentic assessment reflective of industry requirements. The individual assignment provides students the opportunity to demonstrates critical analysis and application of theory. 

Formative feedback

Ongoing via a discussion forum on Surreylearn.

Summative assessment

  • Group Presentation

  • Individual Report

A feedback sheet for each group report will be developed and applied in the marking process. The feedback sheet details the key criteria used, associated meanings, and mark allocation.


Module aims

  • Explore core principles of digital marketing
  • Explore how companies make use of technological innovations
  • Develop and plan digital campaigns

Learning outcomes

Attributes Developed
001 Demonstrate analysis and understanding of the issues involved in developing a digital marketing strategy KCP
002 Critically assess and design, implement and measure the success of an online campaign KCPT
003 Analyse digital marketing strategies for the web and wireless web KCPT
005 Critically evaluate current developments, the opportunities and challenges of marketing technologies and discuss their future prospects. KCPT
004 Identify issues in developing marketing strategies for the web and wireless web KCPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching methods include:

  • Weekly lectures covering frameworks and tools of digital marketing and digital transformation,

  •  Seminars will be held to apply these frameworks covered in lectures, and will be particularly helpful for students' preparation for coursework.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM299

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Entrepreneurship & Innovation Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Strategic Marketing MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Digital Marketing and Channel Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2022/3 academic year.